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Since Larry Page took over as Google (GOOG) CEO, he has promised more "velocity" in strategic decisions and more focus.

To my eyes, what he's also brought to the forefront is an marked increase in squishiness of "milestone" numbers he throws out to analysts to explain Google growth.

For several years now, Google has been big on sharing the number of daily "activations" for their Android phones, with no specific definition of what that exactly means. They just keep going straight up is the conclusion Google appears to want us to draw.

Page has also been very aggressive about touting the numbers of Google+ members and engagement since the service launched. Last week, he crowed triumphantly that Google+ had hit 90 million users with 60% engaging daily. Again, the problem is that Larry didn't define his terms. If I'm forced to sign up for + as part of registering for Gmail, YouTube or search, should that count as a registration? And if I then do a search or check my Gmail, should I be counted as engaging with +? It's laughable.

Google is also fond of talking about its annualized revenue numbers for its nascent businesses. For example, from recent calls, we learned that:

- From last week: "Display has now reached an annualized run rate of over $5 billion as we engage with multiple advertisers and get tremendous support from our agency partners."

- From last quarter: "We're also seeing a huge positive revenue impact from Mobile, which has grown 2.5x in the last 12 months to a run rate of over $2.5 billion."

- We of course also have received daily or point-in-time updates on Chrome, enterprise customers, and Android activations.

- We even got an update last week that Google is adding one feature update to Google+ per day last week from Page

Google's top brass are very very smart. Nothing gets dropped into their prepared remarks by chance.